[GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)
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Transcript of [GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)
Speaker: Jimmy Kim Sales Execu4ve, APAC Fiksu
Strategies to Test and Launch Your Mobile Game
Agenda Why Soft Launch?
What do you want to learn?
How do you execute?
How do you react?
What do you do afterwards?
Why SoH-‐Launch?
“The victorious win first and then go to war, the defeated go to war and then seek to win.”
-‐Sun Tzu, The Art of War
§ Quality Assurance
§ User Experience
§ User Acquisi4on
Three Kinds of Improvements
Requirements:
§ Small group of thorough testers
§ AWen4on to detail and user use case
Solu4ons:
§ Dedicated QA Team
and/or
§ Test flight or a similar service
Quality Assurance
Requirements:
§ Sta4s4cally significant sample of actual users
§ Thorough event tagging for analy4cs
§ User feedback loop
Solu4ons:
§ SoH launch for test users
§ In-‐house or off the shelf analy4cs package
§ In-‐house of third party feedback repor4ng mechanism. (Other than AppStore reviews!)
User Experience
Requirements:
§ Granular tracking capabili4es
§ Opera4onal resources – crea4ve crea4on, data analysis, biz dev, campaign deployment, op4miza4on
Solu4ons:
§ In-‐house or off the shelf tracking partner – Fiksu, HasOffers, Ad-‐X…etc
§ In-‐house end to end user acquisi4on team or op4miza4on partner
User Acquisi4on
How do you test without sacrificing a big opening?
New Zealand Australia
Canada
• What do you want to learn?
Preparing for a SoH Launch
• User Experience • User Reten4on • Mone4za4on
• Virality
What do you want to measure?
Building the UX from the Fundamentals
• Accurate detailed data is cri4cal • Choose the right technology
• Understand the difference between UX and UA technologies
SoH Launch: Tracking
GET THE DETAILS RIGHT!
SoH Launch: One Last Thing…
Time to Start Marke4ng Your App
SoH Launch: App Store Presence
• Timing: 2-‐4 weeks depending on user base.
• Marke4ng Spend: $5-‐20k
SoH Launch: General Scope
• Analyze, Improve, Update
What’s Next?
• PR • Press Release • Ra4ngs and Reviews
Launching Your Game
Overview of Strategies
Burst Campaign
70k downloads per day to reach top 5 in games
• Avoid “flee4ng rank” • Show that your game has staying power
Burst & Sustain
Long Term Solu4on: Mul4-‐Channel Op4miza4on
The Grand Targeting Sandbox
• Decide what you what to learn • Acquire a small group of users in a specific country
• Analyze their behavior • Update your app • Test all promo4onal channels
• Rinse, Repeat
Key Takeaways
Yeah, We’ve Got Something for That, Too
Fiksu SoH Launch Test Market Your Mobile App to Ensure
It’s Ready to Launch
1. Media buys against four different mobile ad channels in a chosen testbed country – crea4ves included
2. Op4mized buying over two weeks
3. Minimum 6K downloads (but expect more)
4. Final report detailing performance, recommenda4ons for full launch tac4cs, and advice on next steps
Fiksu SoH Launch: What You Get
Fiksu Benchmark The fastest way to understand how your app performs in the market
1. $20K in media buys against four different mobile ad channels – crea4ves included
2. Op4mized buying over three weeks
3. Minimum 10K downloads (but expect more)
4. Final Benchmark Report detailing campaign performance, benchmarking slides, and advice on next steps
Fiksu Benchmark: What You Get